![]() These rules and resources were designed to Affirmatively Further Fair Housing by incentivizing fair housing efforts at the governmental level. people currently pregnant or with children).ĭuring the Obama administration, the AFFH (Affordably Furthering Fair Housing) provision of the FHA was introduced, which expanded both accountability and resources given to cities and regional governments receiving HUD (Dept. Notably, i n 1988, Congress passed the Fair Housing Amendments Act, expanding the classes protected by the act to include disability and familial status (e.g. Since its initial passing, a number of amendments and provisions have expanded the language of the FHA. During this time, whites moved out to the suburbs, taking many of the employment opportunities Black people needed into communities where they were not welcome. For example, the FHA did little to disrupt a trend of “white flight” between 1950 to 1980, when the Black population in America’s urban centers increased from 6.1M to 15.3M. While it has positively impacted many Black and brown renters and homeowners, a variety of systemic factors still result in housing inequality today. It was then passed prior to MLK’s funeral.īut the FHA didn’t end housing inequality. ![]() The act had been introduced to Congress when MLK was assassinated on April 4th, 1968, increasing pressure on Congress to pass the bill. It was called for by civil rights activists of the 60’s including Martin Luther King, Jr., who demanded an end to redlining and other discriminatory housing practices that were preventing many Black and Latinx people from renting in certain neighborhoods. The FHA is considered amongst the last major acts of the ‘60s Civil Rights Movement. schools, parks, transportation, social services) for certain groups due to where they predominantly live less affordable housing available than demand requires.less housing available to certain groups.Housing inequality is typically a result of systemic factors both past and present, from Red-lining to wage inequality. Housing Inequality refers to a disparity in housing availability and quality across variables like race, class, disability, and more. It’s designed to not only outlaw explicit housing discrimination against these protected classes of people, but also to reduce housing inequality that may be caused in unintentional or subtle ways. The Fair Housing Act prohibits the making, printing, and publishing of advertisements that indicate a preference, limitation, or discrimination because of race, color, religion, sex, disability, familial status, or national origin. So let’s start by introducing the Fair Housing Act, then we’ll discuss our recommendations and action items for marketers like you. But take heart, real estate marketers a little extra effort and consideration can go a very long way. After all, inequitable impact can occur more easily than you might think, and much of it is done unintentionally. Our goal is to empower you with a better understanding of how you can not only act within the guidelines of FHA law, but more importantly, how you can avoid inequitable impact toward disadvantaged groups when you market your housing to your audience. Our goal with this article is not to replace your legal counsel, but to provide our learnings and recommendations for FHA-compliant apartment marketing that supports a more equitable housing market. Regardless, it’s essential to put in the time and attention required to understand how legislation like the Fair Housing Act (FHA) works to reduce housing inequality across factors like race, disability, and national origin. With guidelines still emerging and clarifying, especially for the digital space, this topic can sometimes feel like a moving target. For real estate developers, leasing and property management teams, apartment marketing agencies, and in-house real estate marketers alike, fair housing requirements have been an evolving consideration when it comes to how we do our jobs.
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